| dc.contributor.author | Kenang, Irantha Hendrika | |
| dc.contributor.author | Somangkey, Gerald Chester | |
| dc.contributor.author | Soetandio, Linda Laurensia | |
| dc.date.accessioned | 2023-11-06T02:37:58Z | |
| dc.date.available | 2023-11-06T02:37:58Z | |
| dc.date.issued | 2023 | |
| dc.identifier.issn | P-ISSN : 16938224 E-ISSN : 25801236 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/6855 | |
| dc.description.abstract | Donating behavior has experienced a shift from conventional to digital. To ensure the continuity
of donations, companies are required to have a strategy to attract and retain donors. This study
aims to analyze platform trust in online donation platforms and emotional loyalty as factors that
influence the continuation of donating to online-based donations. Attachment theory is used as a
basis in this research where this theory states that strong emotional attachment creates loyalty that
can prevent discontinuity in the use of products or services. Then, quantitative measures were used
by distributing questionnaires to the selected sample, and 166 responses were collected. The data
were analyzed using SEM. The results show that platform trust has an effect on emotional loyalty
and continued intention to donate and emotional loyalty has an effect on the continued intention to
donate, as well as being a partial mediating variable. | en_US |
| dc.publisher | UNIVERSITAS KATOLIK MUSI CHARITAS | en_US |
| dc.subject | Continued Intention | en_US |
| dc.subject | Emotional Loyalty | en_US |
| dc.subject | Online Donation | en_US |
| dc.subject | Trust | en_US |
| dc.title | MEDIATING ROLE OF EMOTIONAL LOYALTY IN ONLINE DONATIONS | en_US |
| dc.type | Article | en_US |
